One of the benefits of Big Data, so we are told repeatedly, is that it provides improved consumer insights.  It enables marketers to get a deeper understanding of their target audience – their needs, wants, fears, aspirations, prejudices, attitudes and so on.  They can then use these insights to better engage potential customers with marketing messages that resonate at a deeper level – that are more…well, you know…insightful.

I get that.

But then I wonder why I’m seeing so many ads like this full page ad that’s been running for many weeks in The Economist.

So, people buy sports cars because they want to be noticed, to impress people, to show off.   That’s some insight.

Maybe, when it comes to human psychology, computers are not that insightful?  Perhaps they need a little help from a human?

Where were the humans when this ad was briefed, created, kicked around in meetings and finally signed off?  My guess is they were mentally in neutral.  So used to relying on data to tell them what to think that they had lost the ability to use their own judgement.

Computers make it quicker and easier to do stuff.  In some ways that’s good – they increase productivity.  But in others it’s bad – they increase laziness.

Hence this ad.

Aside from the small print about mpg etc there is no information about this car.  There is no attempt to differentiate it from any other brand or model – the headline is totally generic, referring to sports cars in general.  No attempt to use argument and facts to persuade the reader that this car is in some way special.  No appeal (apart from the let’s-state-the-bleeding-obvious headline) to any emotion.  Not an ounce of imagination, intelligence or wit has been expended in an effort to grab the attention, engage or motivate.

The argument that “nobody reads anymore so what’s the point of body copy?” doesn’t stand up.  The ad is running in The Economist and this week’s 92 page issue was packed with information-heavy articles.  People don’t subscribe to it for the pictures – they like to read, in depth.

Finally it dawns on me what kind of mentality produced this ad.  It’s a brand selfie.  Created by people who live on Facebook, what’s app and Instagram.

If you enjoyed this article you might like to read my book THE AUTHORITY GUIDE TO CREATING BRAND STORIES THAT SELL.